Today on the podcast, I am welcoming back my good pal and friend of the show Andy Lambert, who was actually one of my very first guests back on episode 43! Since then, the social media landscape has changed dramatically, and Andy has gone from co-founding ContentCal to becoming a Senior Product Marketing Manager at Adobe.

In this episode, Andy gives us a veritable masterclass on LinkedIn, explaining why it is currently the single best platform to find your audience. We dive into the concept of "Social First" marketing, why personal profiles are outperforming company pages, and the data-backed reasons why consistency wins over viral hacks. If you have been struggling to make sense of LinkedIn or want to know where to focus your energy in 2026, this episode is absolute gold.

Key Takeaways:

• The "Social First" Approach: Marketing has shifted; social media teams are now the closest to the customer and should be leading the wider marketing strategy, rather than just being a distribution channel at the end of the process.
• The 95-5 Rule: Research from the B2B Institute shows that 95% of your potential buyers are not in the market to buy right now. Your marketing job is not just to convert the 5%, but to build memory structures with the 95% so they think of you when they are ready.
• LinkedIn is the place to be: Andy wagers that LinkedIn is currently the best platform for organic reach and precise audience targeting, especially for B2B and service-based businesses.
• Zero-Click Content: Social platforms no longer want you to link out to your website. The best performing content (like PDF carousels on LinkedIn) keeps people on the platform and increases "dwell time."
• Employee Advocacy is vital: People trust people more than brands. The most effective way to grow a company's reach is through the personal profiles of its founders and employees, not just the brand page.

Episode Highlights:

• 02:15 – Andy shares his journey from founding ContentCal to its acquisition by Adobe and his current role.
• 06:50 – What "Social 3.0" means and why social media needs to move from the "kids' table" to the boardroom.
• 12:44 – The "95-5 Rule": Why most marketing fails because it ignores the 95% of people who aren't ready to buy yet.
• 18:41 – A LinkedIn Masterclass: Andy breaks down exactly why LinkedIn is working so well right now.
• 26:24 – Understanding "Zero-Click Content" and why PDF carousels are generating huge reach.
• 36:12 – The importance of video and how to repurpose podcast clips for LinkedIn and YouTube Shorts.

About The Guest:

Andy Lambert is the Senior Product Marketing Manager at Adobe and a founding member of ContentCal, a social media marketing software that was acquired by Adobe. He is also the author of the book Social 3.0, which explores the future of social media marketing. With over a decade of experience in the industry, Andy is passionate about helping businesses understand the power of a social-first strategy.

You can find Andy on LinkedIn (it's the best place to get a response!) or check out his book on Amazon.

Mentioned in this episode:

• Social 3.0: Andy's book on the evolution of social media.
• Andy's Substack Social 3.0.
• Adobe Express: The all-in-one design and content creation tool. (Aff link)
• The B2B Institute: The think tank that researched the 95-5 rule.

I would love to hear what you think of this episode, so please do let me know on Instagram where I'm @‌lizmmosley or @‌buildingyourbrandpodcast and I hope you enjoy the episode!

This episode was written and recorded by me and produced by Lucy Lucraft lucylucraft.co.uk

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